With consumers more health-conscious than ever, the demand for functional foods—those with added health benefits beyond basic nutrition—is on the rise. As highlighted in the recent article “Tracking Functional Benefits for Better Health,” people are turning to foods that fuel energy, support healthy aging, and promote weight management. This trend is a direct response to post-pandemic health priorities, as consumers recognize the value of nutrition in supporting wellness goals. In the 2024 Food and Health Survey by the International Food Information Council (IFIC), consumers expressed heightened interest in foods and beverages designed to energize, support longevity, and promote mental clarity and resilience to stress.
Key Functional Food Trends and Innovations
1. Energy-Boosting Ingredients and Products
With 43% of consumers seeking foods to support energy, brands are innovating with natural, sustained energy sources that steer clear of the typical jitters and crashes associated with sugar and caffeine. Examples include:
• Bloom Nutrition’s Sparkling Energy Drinks: Packed with caffeine from coffee beans, ginseng, and L-theanine, these drinks provide a natural energy lift. Additionally, lychee extract and B vitamins support overall wellness, while prebiotic fiber aids gut health—all in a low-calorie, sugar-free option.
• Bizz Energy: Aimed at athletes, this drink contains 200 mg of caffeine, niacin, potassium, and amino acids to enhance muscle function and mental focus.
• Liquid Core Gum Co.’s Edge Functional Chewing Gum: This fast-acting, energy-boosting gum offers non-encapsulated caffeine for quick absorption, mimicking the energy boost from a drink but in a convenient, chewable form.
2. Healthy Aging Ingredients and Products
Aging gracefully isn’t just a personal goal; it’s a booming category within the functional food industry. Consumers are increasingly looking for ingredients that support skin health, joint health, and muscle maintenance.
• Fx Chocolate’s Yes Whey Bars: With whey protein and creatine, these bars help combat age-related muscle loss and support muscle maintenance.
• Langers Juice Co.’s Blue Zones Teas: Inspired by longevity traditions, these teas blend anti-inflammatory ingredients like green tea and turmeric for a flavorful, functional beverage that promotes healthy aging.
• Bay State Milling Co.’s High-Fiber Wheat Flour: This innovative flour has ten times the fiber of regular white flour, aiding digestive health and supporting weight management. It’s ideal for applications like bread and pasta, allowing consumers to enjoy familiar foods with added health benefits.
3. Weight Management and Adaptogens
With a growing interest in weight management, products high in protein, fiber, and adaptogens are gaining traction. Adaptogens, in particular, are known for their stress-balancing properties, promoting calm and resilience in stressful situations.
• Key Energy Drinks: These drinks provide plant-derived ketones, which promote sustained energy and support metabolic health without the sugar highs and lows.
• Peak State Coffee: Infused with functional mushrooms like reishi, lion’s mane, and cordyceps, this coffee offers benefits ranging from immunity support to enhanced cognitive function and stress reduction.
• Scott’s Protein Balls: Formulated with adaptogenic mushrooms such as lion’s mane and cordyceps, these protein balls provide steady energy, focus, and a buffer against everyday stressors.
Noon International: Partnering in the Functional Food Revolution
As functional foods grow in popularity, so does the need for high-quality ingredients that meet these evolving consumer demands. At Noon International, we’re perfectly positioned to support this exciting trend, supplying premium frozen fruits and vegetables to companies creating products that align with these wellness goals. With almost five decades in the frozen food industry, Noon International has established a solid global network of partner farms and suppliers, ensuring that we provide the highest quality ingredients for brands looking to deliver functional, health-boosting products. So if your business is sourcing premium IQF fruits and vegetables for products that power the “food as medicine” movement, we’re here to support you. Contact us today to explore how we can meet your sourcing needs.
Noon International LLC Team
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